管科系系列讲座第249期预告

时　间：2019年10月28日（周一）13:30

地　点：史带楼302

主持人：冯天俊教授（商务分析与运营创新研究中心）

主讲嘉宾：Xiao Yongbo is a professor at the Department of Management Science and Engineering in the School of Economics and Management, Tsinghua University. 

主　题：Markdown or Trade-up? Incentives to Induce Early Purchase in the Presence of Product Rollover

摘　要： In the presence of frequent product rollovers, customers face the strategic behavior of choosing between buying the current product (the “old” product) or waiting for a future upgraded product (the “new” product). Besides, customers may become impatient and renege during the waiting process. This paper investigates two demand management options that have potential in inducing early purchase from customers under product rollover. With the “markdown” option, the seller offers a discount for the old product as time approaches to the release of the new product. With the “Trade-up” option, the seller sells a unit of the old product together with the promise of upgrading to a new product when it is released. Starting from the choice behavior of customers, we study the optimal dynamic pricing decisions involved in three strategies: the markdown only, the trade-up only, and the hybrid strategies. Structural properties with respect to time are investigated and numerical experiments are conducted to compare the performance of different strategies. Furthermore, we study an extended model in which the old product can only be produced/procured prior to the selling horizon and cannot be replenished during the selling process. Following a revenue management framework, we study the structural properties for the profit function and optimal prices with respect to varying inventory levels.

管理科学系

2019-10-8